In an e-mail to top executives, Gates urged company leaders to "act quickly and decisively" to move further into the field of offering such services, in order to best formidable competitors. But he also warned that the company must be thoughtful in building the right technology to serve the right audience. "This coming 'services wave' will be very disruptive," Gates wrote. "We have competitors who will seize on these approaches and challenge us - still, the opportunity to lead is very clear."